Negative Keywords

What It Is

Negative keywords are search terms you tell Google Ads to ignore. When someone types one of these terms, your ad will not show up and you will not pay for the click. They are a core setting inside every Google Ads campaign, and they prevent your budget from being spent on searches that will never turn into customers.

Why It Matters

Without negative keywords, your ad can show up for searches that look related but have no chance of becoming a paying customer. A plumber might pay for clicks on “plumber salary” or “how to become a plumber” if those terms are not blocked. Adding negative keywords sharpens your campaign so every dollar goes toward searches from people who actually want to hire you. For local service businesses on a tight budget, it is one of the fastest ways to cut wasted ad spend.

Common Misconception

Some owners set up a short negative keyword list once at launch and never revisit it. The reality is that new irrelevant search terms show up every month, so the list needs regular review, usually every two to four weeks.

FAQ

How do I find negative keywords to add?

Open the Search Terms report inside Google Ads. It shows the actual queries people used to trigger your ad. Anything in that list that is not a potential customer should be added as a negative keyword.

What are some common negative keywords for a local service business?

Terms like free, jobs, salary, DIY, how to, training, school, and careers tend to be irrelevant for most service ads. Block those early, then add industry-specific ones based on what shows up in your Search Terms report.

Can I use negative keywords across multiple campaigns?

Yes. Google Ads lets you build a negative keyword list once and apply it to any campaign in your account. This is a huge time saver if you run separate campaigns for different services.